7 Things Customers Want to See on Your About Page

Want to know 7 things customers want to see on your about page?

Writing an About page for your website is necessary, but tough to do when it is your own business. You can be too close to it to be objective and get your message right. You can also be leaving out vital information that might be stopping people from doing business with you. Also called a “Brand Story”, here are some of my tips that I follow when writing them for my customers.

7 Things to Include in Your About Page

1. Introduce Yourself and Your Business – Customers want to know the business but also the person/people behind the business. Start with an opening paragraph that is keyword friendly (as Google may read this as your default text) that basically sums up quickly who you are and what goods and/or services you are providing.
2. How Are You Better – Here customers want to know why they should choose you over the competition (without bashing the competition) so highlight your strengths and how you not only match, but exceed, the competition.
3. How Long Have You Been in Business – This is important as the more years you’ve been in business, the less risky you seem. Now, if your business is fairly new, then spend some time talking about past successes you’ve had either in your career or other business ventures.
4. Customer Testimonials – Visitors want to hear from people who have done business with you. Don’t just give a first name, that’s seems made up. You have to give a first and last name and a city. Not all of your customers will go for this, so give them an incentive to do so.
5. Other Testimonials – Be sure to include any press your business has received, any business awards it has won, any major sales records (10,000 copies sold to-date!), and any other milestones such as, “Voted one of the top businesses to watch in 2023 by Yahoo Business” and so forth.
6. Contact Information – I actually think you should have contact information on every page on your website. You never want people to have to search for how to contact you. So give your email, a phone number (if you have one), a mailing address, a fill in contact form and even a live chat (if you can implement it on your site).
7. Images – Customers want to see your personal photo (I know some people hate this, but it can be a side profile shot or action shot), as well as photos of the business, your workspace, logos of the awards you’ve won and covers of the publications you’ve appeared in.

Example of a Good About Page (that I wrote for a client)

I love telling stories. But not just any plain old story.

Maybe it’s an awe-inspiring PowerPoint presentation for your brand that will blow the roof off …. or a poignant video montage to celebrate a major life event sure to bring a lump to the throat …. or a revamp of your professional profile guaranteed to have employers jumping through hoops to hire you. As a visual storyteller, I thrive upon creating artistic, captivating and memorable narratives for both personal and business needs.

In my 20+ year role as a branding professional for a Fortune 500 company, I have always been recognized for having a rare talent for being able to magically transform either super complex topics into easy-to-understand visuals or basic content into information that wowed – and always with a keen understanding of the intended audience and desired result. Being that this company is also one of the world’s leading athletic brands, I learned firsthand the role emotion plays in telling a story and making that connection with your audience.

Therefore, I decided to turn my unique skill set into my own business, and hence the creation of LuLu Stories, where I take a strategic, creative and emotional approach to visual storytelling. I intuitively understand how to blend a harmonious combination of captivating writing and innovative design into an impactful and compelling story that resonates with the emotional needs of the audience. I believe in making and leaving a lasting impression!

As someone who is never happy with the ordinary or the boring, I guarantee that you will be amazed by the level of thought, passion and personal connection that I pour into each and every one of my visual stories to ensure you get both the creative “WOW” factor and audience reaction you’re seeking.

I would love to have you trust me with telling your story. So, let’s get started!

LuLu

Click to learn more about my writing service.

Hire Me to Write Your About Page

I have written hundreds of about pages and brand stories like the one above. As a marketer and a writer, I know how to tell your story in a way that will engage, compel, and make people want to do business with you! Click here to learn more.

FINAL TIP: Always write your About page in the first person. You want to be talking to your customers, not act like some distant, mysterious figure. It will make them feel more of a connection.

About Me

I have consulted for thousands of small businesses since 2012, and my advice has been featured in the NY Times, Success Magazine, Yahoo Business, American Express, Big Commerce, Business2Community to name a few – so this is professional advice you can trust!

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© 2024 Gail Oliver. All rights reserved. Customers Want to See on Your About Page